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Rogers Communications Inc. RCI-B-T has signed a deal to sell nine data centres to InfraRed Capital Partners as part of its plan to divest itself of non-core assets and pay down debt, deviating from its rivals’ strategies to double down on business-to-business data centre offerings.

 

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Example: Salesforce’s “We Bring Companies & Customers Together” campaign was a brand-led initiative that positioned them as more than just a CRM provider. While they still run targeted demand-gen campaigns, their category ownership comes from bold brand messaging.